5 Website Headline Mistakes That Confuse Your Visitors
And How to Fix Them
The world is loud, messy, and moving way too fast. And here you are, a small business owner or service provider, trying to make something good, helpful, or meaningful. I see you. I’m rooting for you.
But listen. A lot of you are tripping right out of the gate…on your website headline. (Been there. Truly.)
Regardless of your expertise in whatever you're offering, or your stellar educational background, these mistakes are very common. In fact, I notice a direct correlation between brilliance and murky communication. (Reasons for this exist but we'll dive into that in a later post.)
When it comes to your website headline (the first words people see when they click on your site), you have literal seconds to tell your visitor what you offer and for whom. But far too often, headlines fall into one of these counterproductive categories:
Clever or cute, but not clear—your personality will get a chance to shine, don’t worry
Stuffed with “jargon”—the word “jargon” even feels jargony
Vague—could apply to any business
It’s a word salad—many random words, little meaning
You-focused, not visitor-focused—your visitor should feel like the center of the universe
Let's get clear on why headlines matter, look at examples of headline mistakes, and learn how to fix them. Invite your visitors to click through, not away.
Why Your Website Headline Matters More Than You Think
Before we explore what website copy mistakes to avoid, let's establish why your headline is so critical. Your website headline serves as the gateway to your entire business. It's the speed test that determines whether visitors think they found what they were looking for.
It's like an elevator pitch condensed into a single sentence.
If you invest time or money into growing your organic traffic (which is when people search for something online and find your site), first impressions are critical. Unlike other marketing materials where you have time to build your case, your website homepage headline needs to work instantly. You may not get a second chance to make your online sales pitch.
Sure, sometimes your products or services are not the best fit for a website visitor. But what's worse than a potential customer not wanting your product or service? Losing that client because they’re just confused.
Because no one buys when they're confused.
Double-check your website headline to see if you're making any of these common pitfalls, and fix them before they cost you another customer.
The 5 Website Headline Mistakes To Avoid
Mistake #1: Too Clever, Not Clear
I once worked with a client who provided a unique service to people who organize running races. He wrote his own initial copy, and while it wasn't bad, I wouldn't have even gotten past the headline if I were a spontaneous visitor.
Problematic headline: "Solutions for the human race."
Why it fails: While it was super cute and clever, it tells visitors absolutely nothing about what this business actually does. Do they solve world peace? Fight climate change? Help marathoners or Martians? There'd be no way to tell by that headline alone.
Depending on your marketing strategy, people might have context before reaching your site. Still, your website headline needs to pass the "spontaneous visitor test." If someone who's never heard of your business can't immediately understand what you do, your headline has failed. Clever wordplay might be fun, but it confuses your customers.
What to do instead: Lead with what you do, not how witty you can be. There's plenty of room on other parts of your website to showcase your style and personality.
The fix: We changed the headline to: "Reliable race packet delivery. We ship your race packets so you can focus on running a smooth event." It clearly describes the service (race packet shipment) and who it's for (people who organize running events).
(We were able to craft a clear headline while still putting similar clever client-generated voice front and center.)
Mistake #2: Jargon Overload
Jargony headline example: "Leveraging Synergistic Solutions for Optimal ROI"
Why it fails: Corporate buzzwords might make you sound impressive in your own head, but they create an instant barrier between you and your potential customers. Who among us, even the most seasoned marketing exec, uses those words in an everyday conversation (even at work)?
Headlines like these make your business feel intimidating and unapproachable. When visitors encounter industry speak they don't understand, they assume your services aren't meant for them. You may have lost a potential customer because you tried too hard to sound professional.
➞ Jargon is used a lot in the marketing industry (the irony), but it’s also rampant with tech and SaaS, fintech and finance, and consulting services. If this is you, know it's okay to sound like a normal person. Your target audience will glean your level of expertise from the rest of your copy.
Most people, even if it's the industry they're actually in, don't think in terms of "synergistic solutions" or "optimal ROI." They think about their actual problems and want an easy solution without having to decipher lingo.
What to do instead: Use language your customers actually use when they talk about their problems. Think about how they would describe what they need in a conversation with a friend. Not sure what language they'd use? A little market research goes a long way.
Trust me, the most intelligent, successful people you know are looking for the easiest way to get their needs met. Don't make it confusing or difficult with unnecessary industry language.
The fix: An alternative headline could be: "We combine smart marketing tools to help you grow your business." This lets us know the "who" (businesses looking to grow) and the "how" (using unique tools other marketing agencies presumably don't).
Pro tip: Don't assume your target audience uses vocabulary the same way you do. Even within the same industries, people can attribute different meanings to the same word.
One example of many: I had a discovery call with the head of marketing for a high-end electronics company. He booked the call in hopes of collaborating on a white paper, but five minutes into our conversation I realized that this marketing professional had no idea what a white paper actually was. Now, I ask more questions to make sure potential clients and I are on the same page.
Mistake #3: Too Vague
Vagueness shows up in different ways, and here we'll look at two examples.
Problematic headline (first example): "Excellence in Everything We Do"
Well, everything except writing headlines.
Why it fails: This could apply to literally any business on the planet. A restaurant could use it. A law firm could use it. A dog grooming service could use it. When your website headline could work for any industry, it's working for none.
Though there may be context clues, vague headlines still force visitors to work harder to understand what you offer. Since people naturally try to conserve mental energy, they won't put in that effort. They'll move on to a website that makes things obvious.
What to do instead: Be specific about your service, your location, or your specialty. Give visitors concrete information they can immediately process and understand.
The fix: Let's assume the example above applies to a plumbing company. A clear, specific headline could read: "Same-day plumbing repairs in downtown Seattle."
Now visitors know exactly what service you provide, your main differentiator (same-day), and your service area. Zero ambiguity. And remember, phrases you love like "Excellence in everything we do" can be beautifully incorporated elsewhere on the homepage.
Problematic headline (second example): "When you build your brand with purpose and passion, your customers connect with you on a deeper level."
Why it fails: I agree 100%, but this headline doesn't indicate what the business actually does, or for whom. It sounds more like advice rather than a value proposition. While the sentiment is lovely, it will leave visitors with more questions than answers.
What to do instead: Transform your internal philosophy into a customer-focused promise. Instead of sharing what you believe about branding, tell visitors what outcome they'll get from working with you.
The fix: Instead, try something like: "Connect with customers who care: marketing for businesses making a difference."
Now visitors immediately understand this is a marketing service specifically for purpose-driven businesses. The headline promises a clear outcome (connecting with caring customers) rather than sharing the company's feelings about branding philosophy.
Mistake #4: Word Salad
Problematic headline: "Innovative Transformative Solutions for Dynamic Growth"
Kind of sounds like: "We do...some kind of business-y thing...that changes things...so you grow...somehow."
Why it fails: When you string together impressive-sounding words that don't actually mean anything together, you create "word salad." Each individual word might sound important, but the combination is meaningless and underwhelming.
Headlines like this also can leave the impression that you're not really sure what you're offering or you're afraid of narrowing down your positioning. By leading with a word salad headline (which can also be vague and jargony), you're asking visitors to decode something for which there's no actual substance. It's a missed opportunity to make an instant connection with your visitor.
What to do instead: Don't waste your visitors' time and mental energy on empty buzzwords. Every word should earn its place by adding specifics. Use simple, concrete language that creates a clear picture in their minds about who you help and what problem you solve.
The fix: Let's pretend the example above applies to a SaaS company selling a productivity tool. A stronger headline would be: "Streamline your team's work. Get more done with less chaos."
This headline uses simple words that let readers know who it's for (someone struggling to manage their team's work) and taps into their problem (chaos).
Mistake #5: About You, Not Them
Problematic headline: "Trusted Academic Coaching Experts with Over 20 Years of Experience"
You've worked hard and earned your credentials. These do matter, and your website visitors will want to know who trusts you and details about your experience. While it's tempting to make YOU the focus of your headline, your visitors will respond much better to one that acknowledges THEM.
Why it fails: For starters, this headline doesn't actually say what the coach helps with, and it offers no emotional or practical hook. Sure, they have 20 years of experience, but experience doing what exactly? Helping with study skills? Test prep? College admissions? And more importantly, why should busy parents or stressed students care about your timeline when they're dealing with failing grades or college application anxiety right now?
What to do instead: Rather than leading with achievements, lead with the benefit your visitors will receive. Make your headline about them and their outcomes, not your company's impressive history. Your credentials and experience can come later, after you've earned their attention by showing you understand their needs and can deliver results they care about.
The fix: A visitor-focused alternative: "Get the grades. Build the confidence. We'll guide the way."
This rewrite speaks directly to parents' and students' real needs, offers clear benefits they can immediately understand, and reassures them with the promise of expert support.
To be honest, I wouldn't have automatically clicked away from the first example. I'd have heard them out. But if I encountered the second headline, I'd feel validated, relieved, and scrambling to book that consultation!
Quick Test for Your Own Website Headlines
Here's how to evaluate your own website headline:
The Stranger Test: Show your headline to someone who knows nothing about your business. Can they immediately tell you what you do? If not, it's too unclear.
The "So What?" Test: After reading your headline, would a potential customer think "So what?" or "That's exactly what I need!"? Your headline should create immediate interest.
The Read-aloud Test: Does your headline sound unnatural when you read it out loud? If so, it probably seems unnatural to your readers. Write like you'd talk (it's okay, promise).
The Specificity Check: Could your headline work for a completely different type of business? If yes, it's too vague.
The Jargon Scan: Are there any words that are hard to understand or could be misinterpreted? If so, consider simpler alternatives.
If your website headline fails any of these tests, play around with alternatives.
Your Next Steps
Remember, punchy, clever, and long-winded copy can always be incorporated into other parts of your website. You have lots of space to showcase your business philosophy, expertise, personality, wit, and commitment to excellence.
Ready to transform your website headline from confusing to compelling? Start by identifying which of these five mistakes you're currently making, then use the fixes we've outlined to create a headline that actually works for your business.
Need a refresher on blog-writing best practices? You might like Here’s How to Write Your Own Blogs in 2025
Hope you found this helpful. Have a question or comment and want to ask a real person? I’d love to know what’s on your mind and how I can help!
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